If you run a pharmacy, newsagency or licensed post office in a holiday town, you might not think of yourself as a souvenir shop. But a lot of my stockists are exactly that kind of store.
Of the 227 stockists I supply, 37 are pharmacies and 33 are newsagencies. Together that’s more than the gift and souvenir shops on my list, and there are 6 licensed post offices as well. I wrote about the numbers in more detail in where souvenirs really sell. This article is the practical side: how an everyday store can start selling souvenirs without turning the shop upside down.
Why everyday stores sell souvenirs
It comes down to foot traffic. In a holiday town the pharmacy, the newsagency and the post office are usually on the main street, they’re open long hours, and almost every visitor walks into at least one of them. They come in for sunscreen, a hat, a newspaper, a birthday card or to post something home.
Once they’re inside, a well-placed souvenir is an easy extra. Nobody has to go looking for a gift shop. The magnet with the town’s name on it is sitting right next to the counter while they wait.
You can see the spread on my stockist map. Pharmacies and newsagencies turn up in most of the coastal regions I cover, from the Sapphire Coast and the Coffs Coast to Bundaberg and the Fraser Coast.
You don’t need much space
The good news for a busy store is that you don’t need a whole aisle. A souvenir section can start small:
- A spinner or small stand near the counter
- A strip of wall or the end of a gondola
- A shelf or a basket by the register for small, low-priced lines
How big it needs to be depends on your store, your town and how busy your season is. The point is to start with a space you can keep full and tidy, then grow it if it earns its keep. A small section that always looks well stocked will do better than a big one with gaps in it.
What to stock first
Pharmacies and newsagencies do best with lines that are small, easy to understand at a glance and priced for a quick decision. Think of the things a visitor picks up on the way to the counter.
| Product type | Why it suits an everyday store |
|---|---|
| Destination magnets | Small, light, easy to pack and they carry your town’s name |
| Keyrings, teaspoons and badges | Low price, take up very little room, good for collectors |
| Hats and sunglasses | Visitors need them anyway, especially in a pharmacy |
| Postcards and calendars | Familiar in a newsagency or post office and easy to post |
| Small soft toys | A natural pick for families and grandparents buying for kids |
The brands I represent cover all of these. Local Bloke makes resin souvenirs and destination-branded magnets. Kato Designs has hats of every kind and polarised and fashion sunglasses. Sundowner Souvenirs does keyrings, teaspoons and badges. Souvenirs Australia has destination magnets, calendars, soft toys and clothing.
Anything with your town or region’s name on it is the place to start. Visitors want something that reminds them of where they’ve been, and a generic kangaroo can be bought anywhere. If you want to see more, there’s a page on souvenir magnets and one on souvenir hats.
Where to put it
Placement matters more in an everyday store than in a gift shop, because people aren’t coming in to browse souvenirs. A few simple rules:
- Near the counter or the queue. That’s where people stand still and look around.
- Where it can be seen from the door. A spinner of magnets or a hat stand just inside the entrance tells visitors you sell souvenirs.
- Away from the clinical side of a pharmacy. Keep it with the sunscreen, sunglasses and seasonal lines rather than next to the dispensary.
- In the window during peak season. A few hats, a tea towel or a display of local magnets can bring people in off the street.
A few things to watch
Starting a souvenir section is low risk if you keep it simple. These are the common traps in any store new to a category:
- Buying too wide too early. A few strong lines kept in stock beat a little of everything.
- Ordering for the peak while you’re in it. Stock needs to land before the visitors do. I’ve written about timing in planning stock around the tourist seasons.
- Letting it run down. A half-empty spinner looks forgotten. Keep the best sellers topped up.
- Choosing for yourself, not your customers. Think about who actually walks in: families, retirees on the road, international visitors, locals buying for relatives.
If you run a store
Stores like yours are a big part of my client list. I cover all of Australia for every brand I represent, so you can deal with me for several ranges at once. I can help you work out the right amount of space, what to order first and when, so you’re set up for your season without overcommitting.
Book a visit, ask for range advice or see the products I can bring you.
If you make or import a product
If your range is aimed at tourists, don’t pitch it only to gift shops. Pharmacies, newsagencies and post offices in holiday towns are a big part of the market, but they have limited space and they buy differently. Products that are small, clearly priced and easy to display tend to suit them best. I already walk into these stores, and I can tell you honestly whether your range will fit.
See how representation works, or get in touch about your range.